Marketing is "the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large."^[1]

For business to consumer marketing it is "the process by which companies create value for customers and build strong customer relationships, in order to capture value from customers in return". For business to business marketing it is creating value, solutions, and relationships either short term or long term with a company or brand. It generates the strategy that underlies sales techniques, business communication, and business developments.^[2] It is an integrated process through which companies build strong customer relationships and create value for their customers and for themselves.^[2]

Marketing is used to identify the customer, satisfy the customer, and keep the customer. With the customer as the focus of its activities, marketing management is one of the major components of business management. Marketing evolved to meet the stasis in developing new markets caused by mature markets and overcapacities in the last 2-3 centuries.^{[citation needed]} The adoption of marketing strategies requires businesses to shift their focus from production to the perceived needs and wants of their customers as the means of staying profitable.^{[citation needed]}

The term marketing concept holds that achieving organizational goals depends on knowing the needs and wants of target markets and delivering the desired satisfactions.^[3] It proposes that in order to satisfy its organizational objectives, an organization should anticipate the needs and wants of consumers and satisfy these more effectively than competitors.^[3]

The term developed from an original meaning which referred literally to going to a market to buy or sell goods or services. Seen from a systems point of view, sales process engineering marketing is "a set of processes that are interconnected and interdependent with other functions,^[4] whose methods can be improved using a variety of relatively new approaches."

Further definitions[link]

The Chartered Institute of Marketing defines marketing as "the management process responsible for identifying, anticipating and satisfying customer requirements profitably."^[5] A different concept is the value-based marketing which states the role of marketing to contribute to increasing shareholder value.^[6] In this context, marketing is defined as "the management process that seeks to maximize returns to shareholders by developing relationships with valued customers and creating a competitive advantage."^[6]

Marketing practice tended to be seen as a creative industry in the past, which included advertising, distribution and selling,Merchandise support. However, because the academic study of marketing makes extensive use of social sciences, psychology, sociology, mathematics, economics, anthropology and neuroscience, the profession is now widely recognized as a science, allowing numerous universities to offer Master-of-Science (MSc) programmes. The overall process starts with marketing research and goes through market segmentation, business planning and execution, ending with pre- and post-sales promotional activities. It is also related to many of the creative arts. The marketing literature is also adept at re-inventing itself and its vocabulary according to the times and the culture.

Browne (2010) reveals that supermarkets spend millions of dollars intensively researching and studying consumer behaviour. Their aim is to make sure that shoppers leave their stores spending much more than they originally planned. ‘Choice’ examined the theory of trolleyology finding that many shoppers instinctively look to the right when they’re in the supermarket.

Supermarkets move products around to confuse shoppers, the entry point is another marketing tactic. Consumer psychologist Dr. Paul Harrison (cited in Browne, 2010) states that supermarkets are constantly using different methodologies of selling. One method is performing regular overhauls changing the locations of products all around to break habitual shopping, and break your budget. Harrison also contends that people who are shopping in a counter clockwise direction are likely to spend more money than people shopping in a clockwise direction. Consumer psychologists (cited in Browne, 2010) reported that most people write with their right hand, thus it is a biological trait that people have the tendency of veering to the right when shopping, it is understood that supermarkets capitalize on this fact. Found on the capturing right-hand side are usually appealing products that a shopper might impulsively buy e.g. an umbrella when the weather is dull.^[7]

Evolution of marketing[link]

An orientation, in the marketing context, related to a perception or attitude a firm holds towards its product or service, essentially concerning consumers and end-users. Throughout history, marketing has changed considerably in conjunction with consumer tastes.^[8]

Earlier approaches[link]

The marketing orientation evolved from earlier orientations, namely, the production orientation, the product orientation and the selling orientation.^[8][9]

Contemporary approaches[link]

Recent approaches in marketing include relationship marketing with focus on the customer, business marketing or industrial marketing with focus on an organization or institution and social marketing with focus on benefits to society.^[10] New forms of marketing also use the internet and are therefore called internet marketing or more generally e-marketing, online marketing, search engine marketing, desktop advertising or affiliate marketing. It attempts to perfect the segmentation strategy used in traditional marketing. It targets its audience more precisely, and is sometimes called personalized marketing or one-to-one marketing. Internet marketing is sometimes considered to be broad in scope, because it not only refers to marketing on the Internet, but also includes marketing done via e-mail and wireless media.

Customer orientation[link]

Constructive criticism helps marketers adapt offerings to meet changing customer needs.

A firm in the market economy survives by producing goods that persons are willing and able to buy. Consequently, ascertaining consumer demand is vital for a firm's future viability and even existence as a going concern. Many companies today have a customer focus (or market orientation). This implies that the company focuses its activities and products on consumer demands. Generally, there are three ways of doing this: the customer-driven approach, the market change identification approach and the product innovation approach^{[citation needed]}.

In the consumer-driven approach, consumer wants are the drivers of all strategic marketing decisions. No strategy is pursued until it passes the test of consumer research. Every aspect of a market offering, including the nature of the product itself, is driven by the needs of potential consumers. The starting point is always the consumer. The rationale for this approach is that there is no reason to spend R&D funds developing products that people will not buy. History attests to many products that were commercial failures in spite of being technological breakthroughs.^[11]

A formal approach to this customer-focused marketing is known as SIVA^[12] (Solution, Information, Value, Access). This system is basically the four Ps renamed and reworded to provide a customer focus. The SIVA Model provides a demand/customer-centric alternative to the well-known 4Ps supply side model (product, price, placement, promotion) of marketing management.

If any of the 4Ps were problematic or were not in the marketing factor of the business, the business could be in trouble and so other companies may appear in the surroundings of the company, so the consumer demand on its products will decrease. However, in recent years service marketing has widened the domains to be considered, contributing to the 7P's of marketing in total. The other 3P's of service marketing are: process, physical environment and people.

Some qualifications or caveats for customer focus exist. They do not invalidate or contradict the principle of customer focus; rather, they simply add extra dimensions of awareness and caution to it.

The work of Christensen and colleagues^[13] on disruptive technology has produced a theoretical framework that explains the failure of firms not because they were technologically inept (often quite the opposite), but because the value networks in which they profitably operated included customers who could not value a disruptive innovation at the time and capability state of its emergence and thus actively dissuaded the firms from developing it. The lessons drawn from this work include:

• Taking customer focus with a grain of salt, treating it as only a subset of one's corporate strategy rather than the sole driving factor. This means looking beyond current-state customer focus to predict what customers will be demanding some years in the future, even if they themselves discount the prediction.
• Pursuing new markets (thus new value networks) when they are still in a commercially inferior or unattractive state, simply because their potential to grow and intersect with established markets and value networks looks like a likely bet. This may involve buying stakes in the stock of smaller firms, acquiring them outright, or incubating small, financially distinct units within one's organization to compete against them.

Other caveats of customer focus are:

• The extent to which what customers say they want does not match their purchasing decisions. Thus surveys of customers might claim that 70% of a restaurant's customers want healthier choices on the menu, but only 10% of them actually buy the new items once they are offered. This might be acceptable except for the extent to which those items are money-losing propositions for the business, bleeding red ink. A lesson from this type of situation is to be smarter about the true test validity of instruments like surveys. A corollary argument is that "truly understanding customers sometimes means understanding them better than they understand themselves." Thus one could argue that the principle of customer focus, or being close to the customers, is not violated here—just expanded upon.
• The extent to which customers are currently ignorant of what one might argue they should want—which is dicey because whether it can be acted upon affordably depends on whether or how soon the customers will learn, or be convinced, otherwise. IT hardware and software capabilities and automobile features are examples. Customers who in 1997 said that they would not place any value on internet browsing capability on a mobile phone, or 6% better fuel efficiency in their vehicle, might say something different today, because the value proposition of those opportunities has changed.

Organizational orientation[link]

In this sense, a firm's marketing department is often seen as of prime importance within the functional level of an organization. Information from an organization's marketing department would be used to guide the actions of other departments within the firm. As an example, a marketing department could ascertain (via marketing research) that consumers desired a new type of product, or a new usage for an existing product. With this in mind, the marketing department would inform the R&D department to create a prototype of a product/service based on consumers' new desires.

The production department would then start to manufacture the product, while the marketing department would focus on the promotion, distribution, pricing, etc. of the product. Additionally, a firm's finance department would be consulted, with respect to securing appropriate funding for the development, production and promotion of the product. Inter-departmental conflicts may occur, should a firm adhere to the marketing orientation. Production may oppose the installation, support and servicing of new capital stock, which may be needed to manufacture a new product. Finance may oppose the required capital expenditure, since it could undermine a healthy cash flow for the organization.

Herd behavior[link]

Herd behavior in marketing is used to explain the dependencies of customers' mutual behavior. The Economist reported a recent conference in Rome on the subject of the simulation of adaptive human behavior.^[14] It shared mechanisms to increase impulse buying and get people "to buy more by playing on the herd instinct." The basic idea is that people will buy more of products that are seen to be popular, and several feedback mechanisms to get product popularity information to consumers are mentioned, including smart card technology and the use of Radio Frequency Identification Tag technology. A "swarm-moves" model was introduced by a Florida Institute of Technology researcher, which is appealing to supermarkets because it can "increase sales without the need to give people discounts." Other recent studies on the "power of social influence" include an "artificial music market in which some 19,000 people downloaded previously unknown songs" (Columbia University, New York); a Japanese chain of convenience stores which orders its products based on "sales data from department stores and research companies;" a Massachusetts company exploiting knowledge of social networking to improve sales; and online retailers who are increasingly informing consumers about "which products are popular with like-minded consumers" (e.g., Amazon, eBay).

Further orientations[link]

• An emerging area of study and practice concerns internal marketing, or how employees are trained and managed to deliver the brand in a way that positively impacts the acquisition and retention of customers, see also employer branding.
• Diffusion of innovations research explores how and why people adopt new products, services, and ideas.
• With consumers' eroding attention span and willingness to give time to advertising messages, marketers are turning to forms of permission marketing such as branded content, custom media and reality marketing.

Marketing research[link]

Marketing research involves conducting research to support marketing activities, and the statistical interpretation of data into information. This information is then used by managers to plan marketing activities, gauge the nature of a firm's marketing environment and attain information from suppliers. Marketing researchers use statistical methods such as quantitative research, qualitative research, hypothesis tests, Chi-squared tests, linear regression, correlations, frequency distributions, poisson distributions, binomial distributions, etc. to interpret their findings and convert data into information. The marketing research process spans a number of stages, including the definition of a problem, development of a research plan, collection and interpretation of data and disseminating information formally in the form of a report. The task of marketing research is to provide management with relevant, accurate, reliable, valid, and current information.

A distinction should be made between marketing research and market research. Market research pertains to research in a given market. As an example, a firm may conduct research in a target market, after selecting a suitable market segment. In contrast, marketing research relates to all research conducted within marketing. Thus, market research is a subset of marketing research.

Marketing environment[link]

The market environment is a marketing term and refers to factors and forces that affect a firm’s ability to build and maintain successful relationships with customers.Three levels of the environment are: Micro (internal) environment - ma forces within the company that affect its ability to serve its customers. Meso environment – the industry in which a company operates and the industry’s market(s). Macro (national) environment - larger societal forces that affect the microenvironment.^[15]

Market segmentation[link]

Market segmentation pertains to the division of a market of consumers into persons with similar needs and wants. For instance, Kellogg's cereals, Frosties are marketed to children. Crunchy Nut Cornflakes are marketed to adults. Both goods denote two products which are marketed to two distinct groups of persons, both with similar needs, traits, and wants.

Market segmentation allows for a better allocation of a firm's finite resources. A firm only possesses a certain amount of resources. Accordingly, it must make choices (and incur the related costs) in servicing specific groups of consumers. In this way, the diversified tastes of contemporary Western consumers can be served better. With growing diversity in the tastes of modern consumers, firms are taking note of the benefit of servicing a multiplicity of new markets.

Market segmentation can be defined in terms of the STP acronym, meaning Segment, Target and Position.^{[citation needed]}

Types of Market Research[link]

Market research, as a sub-set aspect of marketing activities, can be divided into the following parts:

• Primary research (also known as field research), which involves the conduction and compilation of research for a specific purpose.
• Secondary research (also referred to as desk research), initially conducted for one purpose, but often used to support another purpose or end goal.

By these definitions, an example of primary research would be market research conducted into health foods, which is used solely to ascertain the needs/wants of the target market for health foods. Secondary research in this case would be research pertaining to health foods, but used by a firm wishing to develop an unrelated product.

Primary research is often expensive to prepare, collect and interpret from data to information. Nevertheless, while secondary research is relatively inexpensive, it often can become outdated and outmoded, given that it is used for a purpose other than the one for which it was intended. Primary research can also be broken down into quantitative research and qualitative research, which, as the terms suggest, pertain to numerical and non-numerical research methods and techniques, respectively. The appropriateness of each mode of research depends on whether data can be quantified (quantitative research), or whether subjective, non-numeric or abstract concepts are required to be studied (qualitative research).

There also exist additional modes of marketing research, which are:

• Exploratory research, pertaining to research that investigates an assumption.
• Descriptive research, which, as the term suggests, describes "what is".
• Predictive research, meaning research conducted to predict a future occurrence.
• Conclusive research, for the purpose of deriving a conclusion via a research process.

Marketing planning[link]

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The marketing planning process involves forging a plan for a firm's marketing activities. A marketing plan can also pertain to a specific product, as well as to an organization's overall marketing strategy. Generally speaking, an organization's marketing planning process is derived from its overall business strategy. Thus, when top management are devising the firm's strategic direction or mission, the intended marketing activities are incorporated into this plan. There are several levels of marketing objectives within an organization. The senior management of a firm would formulate a general business strategy for a firm. However, this general business strategy would be interpreted and implemented in different contexts throughout the firm.

Marketing strategy[link]

The field of marketing strategy encompasses the strategy involved in the management of a given product.

A given firm may hold numerous products in the marketplace, spanning numerous and sometimes wholly unrelated industries. Accordingly, a plan is required in order to effectively manage such products. Evidently, a company needs to weigh up and ascertain how to utilize its finite resources. For example, a start-up car manufacturing firm would face little success should it attempt to rival Toyota, Ford, Nissan, Chevrolet, or any other large global car maker. Moreover, a product may be reaching the end of its life-cycle. Thus, the issue of divest, or a ceasing of production, may be made. Each scenario requires a unique marketing strategy. Listed below are some prominent marketing strategy models.

A marketing strategy differs from a marketing tactic in that a strategy looks at the longer term view of the products, goods, or services being marketed. A tactic refers to a shorter term view. Therefore, the mailing of a postcard or sales letter would be a tactic, but a campaign of several postcards, sales letters, or telephone calls would be a strategy.

Marketing specializations[link]

With the rapidly emerging force of globalization, the distinction between marketing within a firm's home country and marketing within external markets is disappearing very quickly. With this in mind, firms need to reorient their marketing strategies to meet the challenges of the global marketplace, in addition to sustaining their competitiveness within home markets.^[16]

Buying behaviour[link]

A marketing firm must ascertain the nature of customers' buying behavior if it is to market its product properly. In order to entice and persuade a consumer to buy a product, marketers try to determine the behavioral process of how a given product is purchased. Buying behavior is usually split into two prime strands, whether selling to the consumer, known as business-to-consumer (B2C), or to another business, known as business-to-business (B2B).

B2C buying behaviour[link]

This mode of behaviour concerns consumers and their purchase of a given product. For example, if one imagines a pair of sneakers, the desire for a pair of sneakers would be followed by an information search on available types/brands. This may include perusing media outlets, but most commonly consists of information gathered from family and friends. If the information search is insufficient, the consumer may search for alternative means to satisfy the need/want. In this case, this may mean buying leather shoes, sandals, etc. The purchase decision is then made, in which the consumer actually buys the product. Following this stage, a post-purchase evaluation is often conducted, comprising an appraisal of the value/utility brought by the purchase of the sneakers. If the value/utility is high, then a repeat purchase may be made. This could then develop into consumer loyalty to the firm producing the sneakers.

B2B buying behaviour[link]

Relates to organizational/industrial buying behavior.^[17] Business buy either wholesale from other businesses or directly from the manufacturer in contracts or agreements. B2B marketing involves one business marketing a product or service to another business. B2C and B2B behavior are not precise terms, as similarities and differences exist, with some key differences listed below:

In a straight re-buy, the fourth, fifth and sixth stages are omitted. In a modified re-buy scenario, the fifth and sixth stages are precluded. In a new buy, all stages are conducted.

Use of technologies[link]

Marketing management can also rely on various technologies within the scope of its marketing efforts. Computer-based information systems can be employed, aiding in better processing and storage of data. Marketing researchers can use such systems to devise better methods of converting data into information, and for the creation of enhanced data gathering methods. Information technology can aid in enhancing an MKIS' software and hardware components, and improve a company's marketing decision-making process.

In recent years, the notebook personal computer has gained significant market share among laptops, largely due to its more user-friendly size and portability. Information technology typically progresses at a fast rate, leading to marketing managers being cognizant of the latest technological developments. Moreover, the launch of smartphones into the cellphone market is commonly derived from a demand among consumers for more technologically advanced products. A firm can lose out to competitors should it ignore technological innovations in its industry.

Technological advancements can lessen barriers between countries and regions. Using the World Wide Web, firms can quickly dispatch information from one country to another without much restriction. Prior to the mass usage of the Internet, such transfers of information would have taken longer to send, especially if done via snail mail, telex, etc.

Recently, there has been a large emphasis on data analytics. Data can be mined from various sources such as online forms, mobile phone applications and more recently, social media.

Services marketing[link]

Services marketing relates to the marketing of services, as opposed to tangible products. A service (as opposed to a good) is typically defined as follows:

• The use of it is inseparable from its purchase (i.e., a service is used and consumed simultaneously)
• It does not possess material form, and thus cannot be touched, seen, heard, tasted, or smelled.
• The use of a service is inherently subjective, meaning that several persons experiencing a service would each experience it uniquely.

For example, a train ride can be deemed a service. If one buys a train ticket, the use of the train is typically experienced concurrently with the purchase of the ticket. Although the train is a physical object, one is not paying for the permanent ownership of the tangible components of the train.

Services (compared with goods) can also be viewed as a spectrum. Not all products are pure goods, nor are all pure services. An example would be a restaurant, where a waiter's service is intangible, but the food is tangible.

See also[link]

• Advertising
• Consumer behaviour
• Consumer confusion
• Demand chain
• Distribution (Placement)
• Family in advertising
• List of marketing terms
• Market segmentation
• Megamarketing
• Multicultural marketing
• Outline of marketing
• Positioning
• Pricing
• Product
• Promotion (marketing)
• Real-time marketing

References[link]

Bibliography[link]

Works cited[link]

• Christensen, Clayton M. (1997), The innovator's dilemma: when new technologies cause great firms to fail, Boston, Massachusetts, USA: Harvard Business School Press, ISBN 978-0-87584-585-2, http://books.google.com/books/about/?id=SIexi_qgq2gC. 

Further reading[link]

Look up marketing in Wiktionary, the free dictionary.

Wikiquote has a collection of quotations related to: Marketing

Steve Jobs
Jobs holding a white iPhone 4 at Worldwide Developers Conference 2010
Born	Steven Paul Jobs (1955-02-24)February 24, 1955[1][2] San Francisco, California, U.S.[1][2]
Died	October 5, 2011(2011-10-05) (aged 56)[2] Palo Alto, California, U.S.
Cause of death	Pancreatic cancer
Nationality	American
Ethnicity	Syrian, German[3]
Alma mater	Reed College (dropped out)
Occupation	Co-founder, Chairman and CEO, Apple Inc. Co-founder and CEO, Pixar Co-founder and CEO, NeXT Inc.
Years active	1974–2011
Board member of	The Walt Disney Company[4] Apple Inc.
Religion	Zen Buddhism
Spouse	Laurene Powell (1991–2011, his death)
Children	Lisa Brennan-Jobs Reed Erin Eve
Relatives	Mona Simpson (sister)
Signature

Steven Paul "Steve" Jobs (/ˈdʒɒbz/; February 24, 1955 – October 5, 2011)^[5][6] was an American businessman, designer and inventor. He is best known as the co-founder, chairman, and chief executive officer of Apple Inc. Through Apple, he was widely recognized as a charismatic pioneer of the personal computer revolution^[7][8] and for his influential career in the computer and consumer electronics fields. Jobs also co-founded and served as chief executive of Pixar Animation Studios; he became a member of the board of directors of The Walt Disney Company in 2006, when Disney acquired Pixar.

In the late 1970s, Apple co-founder Steve Wozniak engineered one of the first commercially successful lines of personal computers, the Apple II series. Jobs was among the first to see the commercial potential of Xerox PARC's mouse-driven graphical user interface, which led to the creation of the Apple Lisa and, one year later, the Macintosh. During this period he also led efforts that would begin the desktop publishing revolution, notably through the introduction of the LaserWriter and the associated PageMaker software.^[9]

After losing a power struggle with the board of directors in 1985, Jobs left Apple and founded NeXT, a computer platform development company specializing in the higher-education and business markets. In 1986, he acquired the computer graphics division of Lucasfilm, which was spun off as Pixar.^[10] He was credited in Toy Story (1995) as an executive producer. He remained CEO and majority shareholder at 50.1 percent until its acquisition by The Walt Disney Company in 2006,^[11] making Jobs Disney's largest individual shareholder at seven percent and a member of Disney's Board of Directors.^[12][13]

After difficulties developing a new Mac operating system, Apple purchased NeXT in 1996 in order to use NeXTSTEP as the basis for what became Mac OS X.^[14] As part of the deal Jobs was named Apple advisor. As Apple floundered, Jobs took control of the company and was named "interim CEO" in 1997, or as he jokingly referred to it, "iCEO". Under his leadership, Apple was saved from near bankruptcy, and became profitable by 1998.^[15][16] Over the next decade, Jobs oversaw the development of the iMac, iTunes, iPod, iPhone, and iPad, and on the services side, the company's Apple Retail Stores, iTunes Store and the App Store.^[17] The success of these products and services, providing several years of stable financial returns, propelled Apple to become the world's most valuable publicly traded company in 2011.^[18] The reinvigoration of the company is regarded by many commentators as one of the greatest turnarounds in business history.^[19][20][21]

In 2003, Jobs was diagnosed with a pancreas neuroendocrine tumor. Though it was initially treated, he reported a hormone imbalance, underwent a liver transplant in 2009, and appeared progressively thinner as his health declined.^[22] On medical leave for most of 2011, Jobs resigned as Apple CEO in August that year and was elected Chairman of the Board. He died of respiratory arrest related to his metastatic tumor on October 5, 2011.

Jobs has received a number of honors and public recognition for his influence in the technology and music industries. He has widely been referred to as "legendary", a "futurist" or simply "visionary",^{[23][24][25][26]} and has been described as the "Father of the Digital Revolution",^[27] a "master of innovation",^[28][29] and a "design perfectionist".^[30][31]

Early life and education[link]

Steven Paul Jobs was born in San Francisco on February 24, 1955 to two university students, Joanne Carole Schieble and Syrian-born Abdulfattah "John" Jandali (Arabic: عبدالفتاح جندلي‎), who were both unmarried at the time.^[32] Jandali, who was teaching in Wisconsin when Steve was born in 1955, said he had no choice but to put the baby up for adoption because his girlfriend's family objected to their relationship.^[33] The baby was adopted at birth by Paul Reinhold Jobs (1922–1993) and Clara Jobs (1924–1986), an Armenian-American^[3] whose maiden name was Hagopian.^[34] Later, when asked about his "adoptive parents," Jobs replied emphatically that Paul and Clara Jobs "were my parents."^[35] He stated in his authorized biography that they "were my parents 1,000%."^[36] Unknown to him, his biological parents would subsequently marry (December 1955), have a second child Mona Simpson in 1957, and divorce in 1962.^[36]

The Jobs family moved from San Francisco to Mountain View, California when Steve was five years old.^[1][2] The parents later adopted a daughter, Patti. Paul was a machinist for a company that made lasers, and taught his son rudimentary electronics and how to work with his hands.^[1] The father showed Steve how to work on electronics in the family garage, demonstrating to his son how to take apart and rebuild electronics such as radios and televisions. As a result, Steve became interested in and developed a hobby of technical tinkering.^[37]

Clara was an accountant^[35] who taught him to read before he went to school.^[1] Clara Jobs had been a payroll clerk for Varian Associates, one of the first high-tech firms in what became known as Silicon Valley.^[38]

Jobs's youth was riddled with frustrations over formal schooling. At Monta Loma Elementary school in Mountain View, he was a prankster whose fourth-grade teacher needed to bribe him to study. Jobs tested so well, however, that administrators wanted to skip him ahead to high school—a proposal his parents declined.^[39]

Jobs then attended Cupertino Junior High and Homestead High School in Cupertino, California.^[2] At Homestead, Jobs became friends with Bill Fernandez, a neighbor who shared the same interests in electronics. Fernandez introduced Jobs to another, older computer whiz kid, Stephen Wozniak (also known as "Woz"). In 1969 Woz started building a little computer board with Fernandez that they named “The Cream Soda Computer”, which they showed to Jobs; he seemed really interested.^[40] Jobs frequented after-school lectures at the Hewlett-Packard Company in Palo Alto, California, and was later hired there, working with Wozniak as a summer employee.^[41]

Following high school graduation in 1972, Jobs enrolled at Reed College in Portland, Oregon. Reed was an expensive college which Paul and Clara could ill afford. They were spending much of their life savings on their son’s higher education.^[40] Jobs dropped out of college after six months and spent the next 18 months dropping in on creative classes, including a course on calligraphy.^[42] He continued auditing classes at Reed while sleeping on the floor in friends' dorm rooms, returning Coke bottles for food money, and getting weekly free meals at the local Hare Krishna temple.^[43] Jobs later said, "If I had never dropped in on that single calligraphy course in college, the Mac would have never had multiple typefaces or proportionally spaced fonts."^[43]

Early career[link]

This section may be in need of reorganization to comply with Wikipedia's layout guidelines. Please help by editing the article to make improvements to the overall structure. (March 2012)

Homebrew Computer Club Newsletter, September 1976

In 1974, Jobs took a job as a technician at Atari, Inc. in Los Gatos, California.^[44] He traveled to India in mid-1974^[45] to visit Neem Karoli Baba^[46] at his Kainchi Ashram with a Reed College friend (and, later, an early Apple employee), Daniel Kottke, in search of spiritual enlightenment. When they got to the Neem Karoli ashram, it was almost deserted as Neem Karoli Baba had died in September 1973.^[44] Then they made a long trek up a dry riverbed to an ashram of Hariakhan Baba. In India, they spent a lot of time on bus rides from Delhi to Uttar Pradesh and back, then up to Himachal Pradesh and back.^[44]

After staying for seven months, Jobs left India^[47] and returned to the US ahead of Daniel Kottke.^[44] Jobs had changed his appearance; his head was shaved and he wore traditional Indian clothing.^[48][49] During this time, Jobs experimented with psychedelics, later calling his LSD experiences "one of the two or three most important things [he had] done in [his] life".^[50] He also became a serious practitioner of Zen Buddhism, engaged in lengthy meditation retreats at the Tassajara Zen Mountain Center, the oldest Sōtō Zen monastery in the US.^[51] He considered taking up monastic residence at Eihei-ji in Japan, and maintained a lifelong appreciation for Zen.^[52] Jobs would later say that people around him who did not share his countercultural roots could not fully relate to his thinking.^[50]

Jobs then returned to Atari, and was assigned to create a circuit board for the arcade video game Breakout. According to Atari co-founder Nolan Bushnell, Atari offered $100 for each chip that was eliminated in the machine. At that time, Jobs had little specialized knowledge of circuit board design and made a deal with Wozniak to split the fee evenly between them if Wozniak could minimize the number of chips. Much to the amazement of Atari engineers, Wozniak reduced the number of chips by 50, a design so tight that it was impossible to reproduce on an assembly line.^{[further explanation needed]} According to Wozniak, Jobs told him that Atari gave them only $700 (instead of the offered $5,000), and that Wozniak's share was thus $350.^[53] Wozniak did not learn about the actual bonus until ten years later, but said that if Jobs had told him about it and had said he needed the money, Wozniak would have given it to him.^[54]

In the early 1970s, Jobs and Wozniak were drawn to technology like a magnet. Wozniak had designed a low-cost digital "blue box" to generate the necessary tones to manipulate the telephone network, allowing free long-distance calls. Jobs decided that they could make money selling it. The clandestine sales of the illegal "blue boxes" went well, and perhaps planted the seed in Jobs's mind that electronics could be fun and profitable.^[55]

In 1976, Jobs and Wozniak formed their own business, which they named “Apple Computer Company” in remembrance of a happy summer Jobs had spent picking apples. At first they started off selling circuit boards, but eventually they produced a complete computer prototype.^[56] Jobs began attending meetings of the Homebrew Computer Club with Wozniak in 1975.^[2] He greatly admired Edwin H. Land, the inventor of instant photography and founder of Polaroid Corporation, and would explicitly model his own career after that of Land's.^[57][58]

Career[link]

Apple Computer[link]

Home of Paul and Clara Jobs, on Crist Drive in Los Altos, California. Steve Jobs formed Apple Computer in its garage with Steve Wozniak and Ronald Wayne in 1976. Wayne stayed only a short time, leaving Jobs and Wozniak as the primary co-founders of the company.

Jobs and Steve Wozniak met in 1971, when their mutual friend, Bill Fernandez, introduced 21-year-old Wozniak to 16-year-old Jobs. In 1976, Wozniak invented the Apple I computer. Jobs, Wozniak, and Ronald Wayne founded Apple computer in the garage of Jobs's parents in order to sell it.^[59] They received funding from a then-semi-retired Intel product-marketing manager and engineer Mike Markkula.^[60]

In 1978, Apple recruited Mike Scott from National Semiconductor to serve as CEO for what turned out to be several turbulent years. In 1983, Jobs lured John Sculley away from Pepsi-Cola to serve as Apple's CEO, asking, "Do you want to sell sugar water for the rest of your life, or do you want to come with me and change the world?"^[61]

In the early 1980s, Jobs was among the first to see the commercial potential of Xerox PARC's mouse-driven graphical user interface, which led to the creation of the Apple Lisa. One year later, Apple employee Jef Raskin invented the Macintosh.^[62][63]

The following year, Apple aired a Super Bowl television commercial titled "1984". At Apple's annual shareholders meeting on January 24, 1984, an emotional Jobs introduced the Macintosh to a wildly enthusiastic audience; Andy Hertzfeld described the scene as "pandemonium".^[64]

Apple logo in 1977, created by Rob Janoff with the rainbow color theme used until 1998.

While Jobs was a persuasive and charismatic director for Apple, some of his employees from that time described him as an erratic and temperamental manager. Disappointing sales caused a deterioration in Jobs's working relationship with Sculley and it eventually became a power struggle between Jobs and Sculley.^[65] Jobs kept meetings running past midnight, sent out lengthy faxes, then called new meetings at 7:00 am.^[66]

Sculley learned that Jobs—believing Sculley to be "bad for Apple" and the wrong person to lead the company—had been attempting to organize a boardroom coup, and on May 24, 1985, called a board meeting to resolve the matter.^[65] Apple's board of directors sided with Sculley and removed Jobs from his managerial duties as head of the Macintosh division.^[67][68] Jobs resigned from Apple five months later^[65] and founded NeXT Inc. the same year.^[66][69]

In a speech Jobs gave at Stanford University in 2005, he said being fired from Apple was the best thing that could have happened to him; "The heaviness of being successful was replaced by the lightness of being a beginner again, less sure about everything. It freed me to enter one of the most creative periods of my life." And he added, "I'm pretty sure none of this would have happened if I hadn't been fired from Apple. It was awful-tasting medicine, but I guess the patient needed it."^[43][70][71]

NeXT Computer[link]

A NeXTstation with the original keyboard, mouse and the NeXT MegaPixel monitor

After leaving Apple, Jobs founded NeXT Computer in 1985, with $7 million. A year later, Jobs was running out of money, and with no product on the horizon, he appealed for venture capital. Eventually, he attracted the attention of billionaire Ross Perot who invested heavily in the company.^[72] NeXT workstations were first released in 1990, priced at $9,999. Like the Apple Lisa, the NeXT workstation was technologically advanced, but was largely dismissed as cost-prohibitive by the educational sector for which it was designed.^[73] The NeXT workstation was known for its technical strengths, chief among them its object-oriented software development system. Jobs marketed NeXT products to the financial, scientific, and academic community, highlighting its innovative, experimental new technologies, such as the Mach kernel, the digital signal processor chip, and the built-in Ethernet port. Tim Berners-Lee invented the World Wide Web on a NeXT computer at CERN.^[74]

The revised, second-generation NeXTcube was released in 1990, also. Jobs touted it as the first "interpersonal" computer that would replace the personal computer. With its innovative NeXTMail multimedia email system, NeXTcube could share voice, image, graphics, and video in email for the first time. "Interpersonal computing is going to revolutionize human communications and groupwork", Jobs told reporters.^[75] Jobs ran NeXT with an obsession for aesthetic perfection, as evidenced by the development of and attention to NeXTcube's magnesium case.^[76] This put considerable strain on NeXT's hardware division, and in 1993, after having sold only 50,000 machines, NeXT transitioned fully to software development with the release of NeXTSTEP/Intel.^[77] The company reported its first profit of $1.03 million in 1994.^[72] In 1996, NeXT Software, Inc. released WebObjects, a framework for Web application development. After NeXT was acquired by Apple Inc. in 1997, WebObjects was used to build and run the Apple Store,^[77] MobileMe services, and the iTunes Store.

Pixar and Disney[link]

In 1986, Jobs bought The Graphics Group (later renamed Pixar) from Lucasfilm's computer graphics division for the price of $10 million, $5 million of which was given to the company as capital.^[78]

The first film produced by the partnership, Toy Story, with Jobs credited as executive producer,^[79] brought fame and critical acclaim to the studio when it was released in 1995. Over the next 15 years, under Pixar's creative chief John Lasseter, the company produced box-office hits A Bug's Life (1998); Toy Story 2 (1999); Monsters, Inc. (2001); Finding Nemo (2003); The Incredibles (2004); Cars (2006); Ratatouille (2007); WALL-E (2008); Up (2009); and Toy Story 3 (2010). Finding Nemo, The Incredibles, Ratatouille, WALL-E, Up and Toy Story 3 each received the Academy Award for Best Animated Feature, an award introduced in 2001.^[80]

Steve Jobs on computer graphics Steve Jobs on computer graphics. Interview excerpt from 1995.[81]

In the years 2003 and 2004, as Pixar's contract with Disney was running out, Jobs and Disney chief executive Michael Eisner tried but failed to negotiate a new partnership,^[82] and in early 2004, Jobs announced that Pixar would seek a new partner to distribute its films after its contract with Disney expired.

In October 2005, Bob Iger replaced Eisner at Disney, and Iger quickly worked to patch up relations with Jobs and Pixar. On January 24, 2006, Jobs and Iger announced that Disney had agreed to purchase Pixar in an all-stock transaction worth $7.4 billion. When the deal closed, Jobs became The Walt Disney Company's largest single shareholder with approximately seven percent of the company's stock.^[12] Jobs's holdings in Disney far exceeded those of Eisner, who holds 1.7 percent, and of Disney family member Roy E. Disney, who until his 2009 death held about one percent of the company's stock and whose criticisms of Eisner — especially that he soured Disney's relationship with Pixar — accelerated Eisner's ousting. Jobs joined the company's board of directors upon completion of the merger and also helped oversee Disney and Pixar's combined animation businesses from a seat on a special six-person steering committee.^[83] Upon Jobs's death his shares in Disney were transferred to the Steven P. Jobs Trust led by Laurene Jobs.^[84]

Return to Apple[link]

Logo for the Think Different campaign designed by TBWA\Chiat\Day and initiated by Jobs after his return to Apple Computer in 1997.

In 1996, Apple announced that it would buy NeXT for $427 million. The deal was finalized in late 1996,^[85] bringing Jobs back to the company he co-founded. Jobs became de facto chief after then-CEO Gil Amelio was ousted in July 1997. He was formally named interim chief executive in September.^[86] In March 1998, to concentrate Apple's efforts on returning to profitability, Jobs terminated a number of projects, such as Newton, Cyberdog, and OpenDoc. In the coming months, many employees developed a fear of encountering Jobs while riding in the elevator, "afraid that they might not have a job when the doors opened. The reality was that Jobs's summary executions were rare, but a handful of victims was enough to terrorize a whole company."^[87] Jobs also changed the licensing program for Macintosh clones, making it too costly for the manufacturers to continue making machines.

With the purchase of NeXT, much of the company's technology found its way into Apple products, most notably NeXTSTEP, which evolved into Mac OS X. Under Jobs's guidance, the company increased sales significantly with the introduction of the iMac and other new products; since then, appealing designs and powerful branding have worked well for Apple. At the 2000 Macworld Expo, Jobs officially dropped the "interim" modifier from his title at Apple and became permanent CEO.^[88] Jobs quipped at the time that he would be using the title "iCEO".^[89]

Jobs on stage at Macworld Conference & Expo, San Francisco, January 11, 2005

The company subsequently branched out, introducing and improving upon other digital appliances. With the introduction of the iPod portable music player, iTunes digital music software, and the iTunes Store, the company made forays into consumer electronics and music distribution. On June 29, 2007, Apple entered the cellular phone business with the introduction of the iPhone, a multi-touch display cell phone, which also included the features of an iPod and, with its own mobile browser, revolutionized the mobile browsing scene. While stimulating innovation, Jobs also reminded his employees that "real artists ship".^[90]

Jobs was both admired and criticized for his consummate skill at persuasion and salesmanship, which has been dubbed the "reality distortion field" and was particularly evident during his keynote speeches (colloquially known as "Stevenotes") at Macworld Expos and at Apple Worldwide Developers Conferences. In 2005, Jobs responded to criticism of Apple's poor recycling programs for e-waste in the US by lashing out at environmental and other advocates at Apple's Annual Meeting in Cupertino in April. A few weeks later, Apple announced it would take back iPods for free at its retail stores. The Computer TakeBack Campaign responded by flying a banner from a plane over the Stanford University graduation at which Jobs was the commencement speaker.^[43] The banner read "Steve, don't be a mini-player—recycle all e-waste".

In 2006, he further expanded Apple's recycling programs to any US customer who buys a new Mac. This program includes shipping and "environmentally friendly disposal" of their old systems.^[91]

Resignation[link]

In August 2011, Jobs resigned as CEO of Apple, but remained with the company as chairman of the company's board.^[92][93] Hours after the announcement, Apple Inc. (AAPL) shares dropped five percent in after-hours trading.^[94] This relatively small drop, when considering the importance of Jobs to Apple, was associated with the fact that his health had been in the news for several years, and he had been on medical leave since January 2011.^[95] It was believed, according to Forbes, that the impact would be felt in a negative way beyond Apple, including at The Walt Disney Company where Jobs served as director.^[96] In after-hours trading on the day of the announcement, Walt Disney Co. (DIS) shares dropped 1.5 percent.^[97]

Business life[link]

Wealth[link]

Jobs earned only $1 a year as CEO of Apple,^[98] Jobs held 5.426 million Apple shares worth $2.1 billion, as well as 138 million shares in Disney (which he received in exchange for Disney's acquisition of Pixar) worth $4.4 billion.^[99][100] Jobs quipped that the $1 per annum he was paid by Apple was based on attending one meeting for 50 cents while the other 50 cents was based on his performance.^[101] Forbes estimated his net wealth at $8.3 billion in 2010, making him the 42nd wealthiest American.^[102]

Stock options backdating issue[link]

Steve Jobs and Bill Gates at the fifth D: All Things Digital conference (D5) in 2007

In 2001, Jobs was granted stock options in the amount of 7.5 million shares of Apple with an exercise price of $18.30. It was alleged that the options had been backdated, and that the exercise price should have been $21.10. It was further alleged that Jobs had thereby incurred taxable income of $20,000,000 that he did not report, and that Apple overstated its earnings by that same amount. As a result, Jobs potentially faced a number of criminal charges and civil penalties. The case was the subject of active criminal and civil government investigations,^[103] though an independent internal Apple investigation completed on December 29, 2006, found that Jobs was unaware of these issues and that the options granted to him were returned without being exercised in 2003.^[104]

On July 1, 2008, a $7-billion class action suit was filed against several members of the Apple Board of Directors for revenue lost due to the alleged securities fraud.^[105][106]

Management style[link]

Jobs was a demanding perfectionist^[107][108] who always aspired to position his businesses and their products at the forefront of the information technology industry by foreseeing and setting trends, at least in innovation and style. He summed up that self-concept at the end of his keynote speech at the Macworld Conference and Expo in January 2007, by quoting ice hockey player Wayne Gretzky

There's an old Wayne Gretzky quote that I love. 'I skate to where the puck is going to be, not where it has been.' And we've always tried to do that at Apple. Since the very very beginning. And we always will.^[109]

Steve Jobs announcing the transition to Intel processors in 2005.

Much was made of Jobs's aggressive and demanding personality. Fortune wrote that he was "considered one of Silicon Valley's leading egomaniacs".^[110] Commentaries on his temperamental style can be found in Michael Moritz's The Little Kingdom, The Second Coming of Steve Jobs, by Alan Deutschman; and iCon: Steve Jobs, by Jeffrey S. Young & William L. Simon. In 1993, Jobs made Fortune's list of America's Toughest Bosses in regard to his leadership of NeXT.

NeXT Cofounder Dan'l Lewin was quoted in Fortune as saying of that period, "The highs were unbelievable ... But the lows were unimaginable", to which Jobs's office replied that his personality had changed since then.^[111]

In 2005, Jobs banned all books published by John Wiley & Sons from Apple Stores in response to their publishing an unauthorized biography, iCon: Steve Jobs.^[112] In its 2010 annual earnings report, Wiley said it had "closed a deal ... to make its titles available for the iPad."^[113] Jef Raskin, a former colleague, once said that Jobs "would have made an excellent king of France", alluding to Jobs's compelling and larger-than-life persona.^[114] Floyd Norman said that at Pixar, Jobs was a "mature, mellow individual" and never interfered with the creative process of the filmmakers.^[115]

Jobs had a public war of words with Dell Computer CEO Michael Dell, starting in 1987 when Jobs first criticized Dell for making "un-innovative beige boxes".^[116] On October 6, 1997, in a Gartner Symposium, when Michael Dell was asked what he would do if he ran then-troubled Apple Computer, he said "I'd shut it down and give the money back to the shareholders."^[117] In 2006, Jobs sent an email to all employees when Apple's market capitalization rose above Dell's. The email read:

Team, it turned out that Michael Dell wasn't perfect at predicting the future. Based on today's stock market close, Apple is worth more than Dell. Stocks go up and down, and things may be different tomorrow, but I thought it was worth a moment of reflection today. Steve.^[118]

Jobs was also a board member at Gap Inc. from 1999 to 2002.^[119]

Reality distortion field[link]

Apple's Bud Tribble coined the term "reality distortion field" in 1981, to describe Jobs's charisma and its effects on the developers working on the Macintosh project.^[120] Tribble claimed that the term came from Star Trek.^[120] Since then the term has also been used to refer to perceptions of Jobs's keynote speeches.^[121]

The RDF was said by Andy Hertzfeld to be Steve Jobs's ability to convince himself and others to believe almost anything, using a mix of charm, charisma, bravado, hyperbole, marketing, appeasement, and persistence. Although the subject of criticism, Jobs's so-called reality distortion field was also recognized as creating a sense that the impossible was possible. Once the term became widely known, it was often used in the technology press to describe Jobs's sway over the public, particularly regarding new product announcements.^[122][123]

Inventions and designs[link]

His design sense was greatly influenced by the Buddhism which he experienced in India while on a seven-month spiritual journey.^[124] His sense of intuition was also influenced by the spiritual people with whom he studied.^[124]

As of October 9, 2011 (2011 -10-09)^[update], Jobs is listed as either primary inventor or co-inventor in 342 United States patents or patent applications related to a range of technologies from actual computer and portable devices to user interfaces (including touch-based), speakers, keyboards, power adapters, staircases, clasps, sleeves, lanyards and packages. Most of these are design patents (specific product designs) as opposed to utility patents (inventions).^[125][126] He has 43 issued US patents on inventions.^[127] The patent on the Mac OS X Dock user interface with "magnification" feature was issued the day before he died.^[128]

Applying his Triple F Model to Apple under Steve Jobs, Anand Kurian opines that Job's contribution in the area of pure ‘Function’ are less significant, but that his contribution in the areas of ‘Functionality’ and ‘Form’ are major and substantial.^[129]

Apple I Computer[link]

The first significant invention that Steve Jobs was involved in was the Apple I which came along in 1976. Steve Jobs and Steve Wozniak, who was at the time working for HP, scraped together some cash for printed circuit boards. Then they planned to sell the machine as a kit for $666.66. A store called the Byte Shop ordered 50 fully assembled devices, and sold them all.^[130] The Apple’s first computer was for hobbyists and engineers so it was made in small numbers.^[131]

Apple II Computer[link]

During 1976, Steve Wozniak began work on the Apple II, and left HP to join Apple computer. In March 1977, Apple Computer moved from Jobs's garage to an office in Cupertino. Apple Computer delivered its first Apple II system, for US$1295 in April 1977.^[132] Steve Jobs once said the Apple II could be described as an "appliance" computer. The Apple II was the first computer to be enclosed in plastic.^[133] Jobs insisted that molded plastic was essential to the computer as a consumer item. The Apple II was “elegantly styled" and it became compared to an "overgrown pocket calculator".^[134]

Ten months after its introduction, Apple Computer began work on an enhanced Apple II with custom chips, code-named Annie, in 1978. At the same year, they began work on a supercomputer named Lisa; it featured a bit-sliced architecture. After two and a half years, 50,000 Apple II units had been sold until 1979. Nearly one-third of Canadians credited the Apple II as the first personal computer which having the most impact on society.^[135]

The Macintosh Computer[link]

The Macintosh was introduced in January 1984. The computer had no “Mac” name on the front, but rather just the Apple logo.^[130] The Macintosh have a friendly appearance since it was meant to be easy to use. The disk drive is below the display, the Macintosh was taller, narrower, more symmetrical, and far more suggestive of a face. The Macintosh was identified as a computer that ordinary people could understand.^[136]

The NeXT Computer[link]

After Jobs was forced out of Apple in 1985, he started a company that built workstation computers. The NeXT Computer was introduced in 1989. Sir Tim Berners-Lee created the world’s first web browser on the NeXT Computer. The NeXT Computer was the basis for today’s Macintosh OS X and iPhone operating system (iOS).^[137]

iMac[link]

Apple iMac was introduced in 1998 and its innovative design was directly the result of Jobs's return to Apple. Apple boasted "the back of our computer looks better than the front of anyone else's".^[138] Described as "cartoonlike" the first iMac, clad in Bondi Blue plastic, was unlike any personal computer that came before. In 1999, Apple introduced Graphite gray Apple iMac and since has switched to all-white. Design ideas were intended to create a connection with the user such as the handle and a breathing light effect when the computer went to sleep..^[139] The Apple iMac sold for $1,299 at that time. There was some technical revolutions for iMac too. The USB ports being the only device inputs on the iMac. So the iMac’s success helped popularize the interface among third party peripheral makers, which is evidenced by the fact that many early USB peripherals were made of translucent plastic to match the iMac design.^[140]

iPod[link]

The first generation of iPod was released October 23, 2001. The major innovation of the iPod was its small size achieved by using a 1.8" hard drive compared to the 2.5" drives common to players at that time. The capacity of the first generation iPod ranged from 5G to 10 Gigabytes.^[141] The iPod sold for US$399 and more than 100,000 iPods were sold before the end of 2001. The introduction of the iPod resulted in Apple becoming a major player in the music industry.^[142] Also, the iPod’s success prepared the way for the iTunes music store and the iPhone.^[131] After the 1st generation of iPod, Apple released the hard drive-based iPod classic, the touchscreen iPod Touch, video-capable iPod Nano, screenless iPod Shuffle in the following years.^[142]

iPhone[link]

Jobs began work on the first iPhone in 2005 and the first iPhone was released on June 29, 2007. The iPhone created such a sensation that a survey indicated six out of ten Americans were aware of its release. Time magazine declared it "Invention of the Year" for 2007.^[143] The Apple iPhone is a small device with multimedia capabilities and functions as a quad-band touch screen smartphone.^[144] A year later, the iPhone 3G was released in July 2008 with the key feature was support for GPS, 3G data and quad-band UMTS/HSDPA. In June 2009, the iPhone 3GS, added voice control, a better camera, and a faster processor was introduced by Phil Schiller.^[145] iPhone 4 was thinner than previous models, had a five megapixel camera which can record videos in 720p HD, and added a secondary front facing camera for video calls.^[146] A major feature of the iPhone 4S, introduced in October 2011, was Siri, which is a virtual assistant that is capable of voice recognition.^[143]

Philanthropy[link]

Arik Hesseldahl of BusinessWeek magazine stated that "Jobs isn't widely known for his association with philanthropic causes", compared to Bill Gates's efforts.^[147] In contrast to Gates, Jobs did not sign the Giving Pledge of Warren Buffett which challenged the world’s richest billionaires to give at least half their wealth to charity.^[148] In an interview with Playboy in 1985, Jobs said in respect to money that “the challenges are to figure out how to live with it and to reinvest it back into the world which means either giving it away or using it to express your concerns or values.”^[149] Jobs also added that when he has some time we would start a public foundation but for now he does charitable acts privately.^[150]

After resuming control of Apple in 1997, Jobs eliminated all corporate philanthropy programs initially.^[151] Jobs’s friends told The New York Times that he felt that expanding Apple would have done more good than giving money to charity.^[152] Later, under Jobs, Apple signed to participate in Product Red program, producing red versions of devices to give profits from sales to charity. Apple has gone on to become the largest contributor to the charity since its initial involvement with it. The chief of the Product Red project, singer Bono cited Jobs saying there was "nothing better than the chance to save lives," when he initially approached Apple with the invitation to participate in the program.^[153] Through its sales, Apple has been the largest contributor to the Global Fund to fight AIDS, Tuberculosis and Malaria, according to Bono.^[154]

Personal life[link]

Jobs's birth parents met at the University of Wisconsin. Abdulfattah "John" Jandali, a Syrian Muslim,^[155] taught there. Joanne Carole Schieble was his student; they were the same age because Jandali had "gotten his PhD really young." ^{[156][157][158]} Schieble had a career as a speech language pathologist. Jandali taught political science at the University of Nevada in the 1960s, and then made his career in the food and beverage industry, and since 2006, has been a vice president at a casino in Reno, Nevada.^[159][160] In December 1955, ten months after giving up their baby boy, Schieble and Jandali married. In 1957 they had a daughter, Mona. They divorced in 1962, and Jandali lost touch with his daughter.^[161] Her mother remarried and had Mona take the surname of her stepfather, so she became known as Mona Simpson.^[157]

In the 1980s, Jobs found his birth mother, Joanne Schieble Simpson, who told him he had a biological sister, Mona Simpson. They met for the first time in 1985^[161] and became close friends. The siblings kept their relationship secret until 1986, when Mona introduced him at a party for her first book.^[35]

After deciding to search for their father, Simpson found Jandali managing a coffee shop. Without knowing who his son had become, Jandali told Mona that he had previously managed a popular restaurant in the Silicon Valley where "Even Steve Jobs used to eat there. Yeah, he was a great tipper." In a taped interview with his biographer Walter Isaacson, aired on 60 Minutes,^[162] Jobs said: "When I was looking for my biological mother, obviously, you know, I was looking for my biological father at the same time, and I learned a little bit about him and I didn't like what I learned. I asked her to not tell him that we ever met...not tell him anything about me."^[163] Jobs was in occasional touch with his mother Joanne Simpson,^[151][164] who lives in a nursing home in Los Angeles.^[157] When speaking about his biological parents, Jobs stated: "They were my sperm and egg bank. That's not harsh, it's just the way it was, a sperm bank thing, nothing more."^[36] Jandali stated in an interview with the The Sun in August 2011, that his efforts to contact Jobs were unsuccessful. Jandali mailed in his medical history after Jobs's pancreatic disorder was made public that year.^{[165][166][167]}

In her eulogy to Jobs at his memorial service, Mona Simpson stated:

I grew up as an only child, with a single mother. Because we were poor and because I knew my father had emigrated from Syria, I imagined he looked like Omar Sharif. I hoped he would be rich and kind and would come into our lives (and our not yet furnished apartment) and help us. Later, after I'd met my father, I tried to believe he'd changed his number and left no forwarding address because he was an idealistic revolutionary, plotting a new world for the Arab people. Even as a feminist, my whole life I'd been waiting for a man to love, who could love me. For decades, I'd thought that man would be my father. When I was 25, I met that man and he was my brother.^[161]

Jobs's first child, Lisa Brennan-Jobs, was born in 1978, the daughter of his longtime partner Chris Ann Brennan, a Bay Area painter.^[151] For two years, she raised their daughter on welfare while Jobs denied paternity by claiming he was sterile; he later acknowledged Lisa as his daughter.^[151] Jobs later married Laurene Powell on March 18, 1991, in a ceremony at the Ahwahnee Hotel in Yosemite National Park. Presiding over the wedding was Kobun Chino Otogawa, a Zen Buddhist monk. Their son, Reed, was born September 1991, followed by daughters Erin in August 1995, and Eve in 1998.^[168] The family lives in Palo Alto, California.^[169]

Jobs demonstrating the iPhone 4 to Russian President Dmitry Medvedev on June 23, 2010

In the unauthorized biography, The Second Coming of Steve Jobs, author Alan Deutschman reports that Jobs once dated Joan Baez. Deutschman quotes Elizabeth Holmes, a friend of Jobs from his time at Reed College, as saying she "believed that Steve became the lover of Joan Baez in large measure because Baez had been the lover of Bob Dylan" (Dylan was the Apple icon's favorite musician). In another unauthorized biography, iCon: Steve Jobs by Jeffrey S. Young & William L. Simon, the authors suggest that Jobs might have married Baez, but her age at the time (41) meant it was unlikely the couple could have children.

Jobs was also a fan of The Beatles. He referred to them on multiple occasions at Keynotes and also was interviewed on a showing of a Paul McCartney concert. When asked about his business model on 60 Minutes, he replied:

My model for business is The Beatles: They were four guys that kept each other's negative tendencies in check; they balanced each other. And the total was greater than the sum of the parts. Great things in business are never done by one person, they are done by a team of people.^[170]

In 1982, Jobs bought an apartment in The San Remo, an apartment building in New York City with a politically progressive reputation, where Demi Moore, Steven Spielberg, Steve Martin, and Princess Yasmin Aga Khan, daughter of Rita Hayworth, also had apartments. With the help of I.M. Pei, Jobs spent years renovating his apartment in the top two floors of the building's north tower, only to sell it almost two decades later to U2 singer Bono. Jobs never moved in.^[171][172]

In 1984, Jobs purchased the Jackling House, a 17,000-square-foot (1,600 m²), 14-bedroom Spanish Colonial mansion designed by George Washington Smith in Woodside, California. Although it reportedly remained in an almost unfurnished state, Jobs lived in the mansion for almost ten years. According to reports, he kept a 1966 BMW R60/2 motorcycle in the living room, and let Bill Clinton use it in 1998. From the early 1990s, Jobs lived in a house in the Old Palo Alto neighborhood of Palo Alto. President Clinton dined with Jobs and 14 Silicon Valley CEOs there on August 7, 1996, at a meal catered by Greens Restaurant.^[173][174] Clinton returned the favor and Jobs, who was a Democratic donor, slept in the Lincoln bedroom of the White House.^[175]

Jobs allowed Jackling House to fall into a state of disrepair, planning to demolish the house and build a smaller home on the property; but he met with complaints from local preservationists over his plans. In June 2004, the Woodside Town Council gave Jobs approval to demolish the mansion, on the condition that he advertise the property for a year to see if someone would move it to another location and restore it. A number of people expressed interest, including several with experience in restoring old property, but no agreements to that effect were reached. Later that same year, a local preservationist group began seeking legal action to prevent demolition. In January 2007, Jobs was denied the right to demolish the property, by a court decision.^[176] The court decision was overturned on appeal in March 2010, and the mansion was demolished beginning in February 2011.^[177]

Jobs usually wore a black long-sleeved mock turtleneck made by Issey Miyake (that was sometimes reported to be made by St. Croix), Levi's 501 blue jeans, and New Balance 991 sneakers.^[178][179] Jobs told Walter Isaacson "...he came to like the idea of having a uniform for himself, both because of its daily convenience (the rationale he claimed) and its ability to convey a signature style." ^[180] He was a pescetarian.^[181]

Jobs's car was a silver Mercedes-Benz SL 55 AMG, which did not display its license plates, as he took advantage of a California law which gives a maximum of six months for new vehicles to receive plates; Jobs leased a new SL every six months.^[182]

In a 2011 interview with biographer Walter Isaacson, Jobs revealed at one point he met with U.S. President Barack Obama, complained of the nation's shortage of software engineers, and told Mr. Obama that he was "headed for a one-term presidency." Jobs proposed that any foreign student who got an engineering degree at a U.S. university should automatically be offered a green card. After the meeting, Jobs commented, "The president is very smart, but he kept explaining to us reasons why things can't get done.... It infuriates me." ^[183]

Jobs contributed to a number of political candidates and causes during his life, giving $209,000 to Democrats, $45,700 to associated special interests and $1,000 to a Republican.^[184]

Health issues[link]

Jobs addressing concerns about his health in 2008.

In October 2003, Jobs was diagnosed with cancer,^[185] and in mid-2004, he announced to his employees that he had a cancerous tumor in his pancreas.^[186] The prognosis for pancreatic cancer is usually very poor;^[187] Jobs stated that he had a rare, far less aggressive type known as islet cell neuroendocrine tumor.^[186] Despite his diagnosis, Jobs resisted his doctors' recommendations for mainstream medical intervention for nine months,^[151] instead consuming a special alternative medicine diet in an attempt to thwart the disease. According to Harvard researcher Dr. Ramzi Amir, his choice of alternative treatment "led to an unnecessarily early death."^[185] According to Jobs's biographer, Walter Isaacson, "for nine months he refused to undergo surgery for his pancreatic cancer – a decision he later regretted as his health declined."^[188] "Instead, he tried a vegan diet, acupuncture, herbal remedies and other treatments he found online, and even consulted a psychic. He also was influenced by a doctor who ran a clinic that advised juice fasts, bowel cleansings and other unproven approaches, before finally having surgery in July 2004."^[189] He eventually underwent a pancreaticoduodenectomy (or "Whipple procedure") in July 2004, that appeared to successfully remove the tumor.^{[190][191][192]} Jobs apparently did not receive chemotherapy or radiation therapy.^[186][193] During Jobs's absence, Tim Cook, head of worldwide sales and operations at Apple, ran the company.^[186]

In early August 2006, Jobs delivered the keynote for Apple's annual Worldwide Developers Conference. His "thin, almost gaunt" appearance and unusually "listless" delivery,^[194][195] together with his choice to delegate significant portions of his keynote to other presenters, inspired a flurry of media and Internet speculation about his health.^[196] In contrast, according to an Ars Technica journal report, Worldwide Developers Conference (WWDC) attendees who saw Jobs in person said he "looked fine".^[197] Following the keynote, an Apple spokesperson said that "Steve's health is robust."^[198]

Two years later, similar concerns followed Jobs's 2008 WWDC keynote address.^[199] Apple officials stated Jobs was victim to a "common bug" and was taking antibiotics,^[200] while others surmised his cachectic appearance was due to the Whipple procedure.^[193] During a July conference call discussing Apple earnings, participants responded to repeated questions about Jobs's health by insisting that it was a "private matter". Others, however, voiced the opinion that shareholders had a right to know more, given Jobs's hands-on approach to running his company.^[201][202] The New York Times published an article based on an off-the-record phone conversation with Jobs, noting that "While his health problems amounted to a good deal more than 'a common bug', they weren't life-threatening and he doesn't have a recurrence of cancer."^[203]

On August 28, 2008, Bloomberg mistakenly published a 2500-word obituary of Jobs in its corporate news service, containing blank spaces for his age and cause of death. (News carriers customarily stockpile up-to-date obituaries to facilitate news delivery in the event of a well-known figure's death.) Although the error was promptly rectified, many news carriers and blogs reported on it,^[204] intensifying rumors concerning Jobs's health.^[205] Jobs responded at Apple's September 2008 Let's Rock keynote by quoting Mark Twain: "Reports of my death are greatly exaggerated."^[206] At a subsequent media event, Jobs concluded his presentation with a slide reading "110/70", referring to his blood pressure, stating he would not address further questions about his health.^[207]

On December 16, 2008, Apple announced that marketing vice-president Phil Schiller would deliver the company's final keynote address at the Macworld Conference and Expo 2009, again reviving questions about Jobs's health.^[208][209] In a statement given on January 5, 2009, on Apple.com,^[210] Jobs said that he had been suffering from a "hormone imbalance" for several months.^[211]

On January 14, 2009, in an internal Apple memo, Jobs wrote that in the previous week he had "learned that my health-related issues are more complex than I originally thought", and announced a six-month leave of absence until the end of June 2009, to allow him to better focus on his health. Tim Cook, who previously acted as CEO in Jobs's 2004 absence, became acting CEO of Apple,^[212] with Jobs still involved with "major strategic decisions."^[212]

In April 2009, Jobs underwent a liver transplant at Methodist University Hospital Transplant Institute in Memphis, Tennessee.^[213][214] Jobs's prognosis was described as "excellent".^[213]

On January 17, 2011, a year and a half after Jobs returned from his liver transplant, Apple announced that he had been granted a medical leave of absence. Jobs announced his leave in a letter to employees, stating his decision was made "so he could focus on his health". As during his 2009 medical leave, Apple announced that Tim Cook would run day-to-day operations and that Jobs would continue to be involved in major strategic decisions at the company.^[215][216] Despite the leave, he made appearances at the iPad 2 launch event (March 2), the WWDC keynote introducing iCloud (June 6), and before the Cupertino city council (June 7).^[217]

Jobs announced his resignation as Apple's CEO on August 24, 2011. "Unfortunately, that day has come," wrote Jobs, for he could "no longer meet [his] duties and expectations as Apple's CEO". Jobs became chairman of the board and named Tim Cook his successor.^[218][219] Jobs had worked for Apple until the day before his death.^[220]

Death[link]

Flags flying at half-staff outside Apple HQ in Cupertino, on the evening of Steve Jobs's death.

Memorial candles and iPads to Steve Jobs outside the Apple Store in Palo Alto California shortly after his death

Jobs died at his California home around 3 p.m. on October 5, 2011, due to complications from a relapse of his previously treated islet-cell neuroendocrine pancreatic cancer,^{[2][221][222]} resulting in respiratory arrest.^[223] He had lost consciousness the day before, and died with his wife, children and sister at his side.^[224]

Both Apple and Microsoft flew their flags at half-staff throughout their respective headquarters and campuses.^[225][226] Bob Iger ordered all Disney properties, including Walt Disney World and Disneyland, to fly their flags at half-staff, from October 6 to 12, 2011.^[227]

His death was announced by Apple in a statement which read:

We are deeply saddened to announce that Steve Jobs passed away today.

Steve's brilliance, passion and energy were the source of countless innovations that enrich and improve all of our lives. The world is immeasurably better because of Steve.

His greatest love was for his wife, Laurene, and his family. Our hearts go out to them and to all who were touched by his extraordinary gifts.^[228]

For two weeks following his death, Apple's corporate Web site displayed a simple page, showing Jobs's name and lifespan next to his grayscale portrait.^[229] Clicking on the image led to an obituary, which read:

Apple has lost a visionary and creative genius, and the world has lost an amazing human being. Those of us who have been fortunate enough to know and work with Steve have lost a dear friend and an inspiring mentor. Steve leaves behind a company that only he could have built, and his spirit will forever be the foundation of Apple.^[229]

An email address was also posted for the public to share their memories, condolences, and thoughts.^[230][231] Over a million tributes were sent, which are now displayed on the Steve Jobs memorial page.

Also dedicating its homepage to Jobs was Pixar, with a photo of Jobs, John Lasseter and Edwin Catmull, and the eulogy they wrote:^[232]

Steve was an extraordinary visionary, our very dear friend, and our guiding light of the Pixar family. He saw the potential of what Pixar could be before the rest of us, and beyond what anyone ever imagined. Steve took a chance on us and believed in our crazy dream of making computer animated films; the one thing he always said was to 'make it great.' He is why Pixar turned out the way we did and his strength, integrity, and love of life has made us all better people. He will forever be part of Pixar's DNA. Our hearts go out to his wife Laurene and their children during this incredibly difficult time.^[232]

A small private funeral was held on October 7, 2011, of which details were not revealed out of respect to Jobs's family.^[233] Apple announced on the same day that they had no plans for a public service, but were encouraging "well-wishers" to send their remembrance messages to an email address created to receive such messages.^[234] Sunday, October 16, 2011, was declared "Steve Jobs Day" by Governor Jerry Brown of California.^[235] On that day, an invitation-only memorial was held at Stanford University. Those in attendance included Apple and other tech company executives, members of the media, celebrities, close friends of Jobs, and politicians, along with Jobs's family. Bono, Yo Yo Ma, and Joan Baez performed at the service, which lasted longer than an hour. The service was highly secured, with guards at all of the university's gates, and a helicopter flying overhead from an area news station.^[236][237]

A private memorial service for Apple employees was held on October 19, 2011, on the Apple Campus in Cupertino. Present were Cook, Bill Campbell, Norah Jones, Al Gore, and Coldplay, and Jobs's widow, Laurene, was in attendance. Some of Apple's retail stores closed briefly so employees could attend the memorial. A video of the service is available on Apple's website.^[238]

Jobs is buried at Alta Mesa Memorial Park, the only non-denominational cemetery in Palo Alto.^[239][240]. He is survived by Laurene, his wife of 20 years, their three children, and Lisa Brennan-Jobs, his daughter from a previous relationship.^[241] His family released a statement saying that he "died peacefully".^[242][243] He "looked at his sister Patty, then for a long time at his children, then at his life's partner, Laurene, and then over their shoulders past them" (Mona Simpson). His last words, spoken hours before his death, were:

"Oh wow. Oh wow. Oh wow."^[161]

Media coverage[link]

Steve Jobs's death broke news headlines on ABC, CBS, and NBC. ^[244] Numerous newspapers around the world carried news of his death on their front pages the next day. Several notable people, including US President Barack Obama,^[245] British Prime Minister David Cameron,^[246] Microsoft founder Bill Gates,^[247] and The Walt Disney Company's Bob Iger commented on the death of Jobs. Wired News collected reactions and posted them in tribute on their homepage.^[248] Other statements of condolence were made by many of Jobs's friends and colleagues, such as Steve Wozniak and George Lucas.^[249][250]

Major media published commemorative works. Time published a commemorative issue for Jobs on October 8, 2011. The issues cover featured a portrait of Jobs, taken by Norman Seeff, in which he is sitting in the lotus position holding the original Macintosh computer, first published in Rolling Stone in January 1984. The issue marked the eighth time Jobs has been featured on the cover of Time.^[251] The issue included a photographic essay by Diana Walker, a retrospective on Apple by Harry McCracken and Lev Grossman, and a six-page essay by Walter Isaacson. Isaacson's essay served as a preview of his biography, Steve Jobs.^[252]

Bloomberg Businessweek also published an commemorative, ad-free issue, featuring extensive essays by Steve Jurvetson, John Sculley, Sean Wisely, William Gibson, and Walter Isaacson. On its cover, Steve Jobs is pictured in gray scale, along with his name and lifespan.

Although reporters wrote glowing elegies after Jobs died, Los Angeles Times media critic James Rainey reported that they "came courtesy of reporters who—after deadline and off the record—would tell stories about a company obsessed with secrecy to the point of paranoia. They remind us how Apple shut down a youthful fanboy blogger, punished a publisher that dared to print an unauthorized Jobs biography and repeatedly ran afoul of the most basic tenets of a free press."^[253]

Free software pioneer Richard Stallman drew attention to the tight corporate control Apple exercised over consumer computers and handheld devices, how Apple restricted news reporters, and persistently violated privacy: "Steve Jobs, the pioneer of the computer as a jail made cool, designed to sever fools from their freedom, has died".^[254][255] Malcolm Gladwell in The New Yorker asserted that "Jobs's sensibility was editorial, not inventive. His gift lay in taking what was in front of him ... and ruthlessly refining it."^[256]

Apple "has taken stances that, in my opinion, are outright hostile to the practice of journalism," said longtime Silicon Valley reporter Dan Gillmor.^[253] Under Jobs, Apple sued three "small fry" bloggers who reported tips about the company and its unreleased products and tried to use the courts to force them to reveal their sources. Under Jobs, Apple even sued a teenager, Nicholas Ciarelli, who wrote enthusiastic speculation about Apple products beginning at age 13. His popular blog, ThinkSecret, was a play on Apple's slogan "Think Different." ^[253] Rainey wrote that Apple wanted to kill ThinkSecret as "It thought any leaks, even favorable ones, diluted the punch of its highly choreographed product launches with Jobs, in his iconic jeans and mock turtleneck outfit, as the star." ^[253]

Honors and public recognition[link]

Steve Jobs with the first generation iPad tablet

After Apple's founding, Jobs became a symbol of his company and industry. When Time named the computer as the 1982 "Machine of the Year", the magazine published a long profile of Jobs as "the most famous maestro of the micro".^[257][258]

Jobs was awarded the National Medal of Technology by President Ronald Reagan in 1985, with Steve Wozniak (among the first people to ever receive the honor),^[259] and a Jefferson Award for Public Service in the category "Greatest Public Service by an Individual 35 Years or Under" (also known as the Samuel S. Beard Award) in 1987.^[260] On November 27, 2007, Jobs was named the most powerful person in business by Fortune magazine.^[261] On December 5, 2007, California Governor Arnold Schwarzenegger and First Lady Maria Shriver inducted Jobs into the California Hall of Fame, located at The California Museum for History, Women and the Arts.^[262]

In August 2009, Jobs was selected as the most admired entrepreneur among teenagers in a survey by Junior Achievement,^[263] having previously been named Entrepreneur of the Decade 20 years earlier in 1989, by Inc. magazine.^[264] On November 5, 2009, Jobs was named the CEO of the decade by Fortune magazine.^[265]

In November 2010, Jobs was ranked No.17 on Forbes: The World's Most Powerful People.^[266] In December 2010, the Financial Times named Jobs its person of the year for 2010, ending its essay ^[267] by stating, "In his autobiography, John Sculley, the former PepsiCo executive who once ran Apple, said this of the ambitions of the man he had pushed out: 'Apple was supposed to become a wonderful consumer products company. This was a lunatic plan. High-tech could not be designed and sold as a consumer product.'".^[268] The Financial Times closed by rhetorically asking of this quote, "How wrong can you be."^[267]

At the time of his resignation, and again after his death, Jobs was widely described as a visionary, pioneer and genius^{[269][270][271][272]}—perhaps one of the foremost—in the field of business,^[265][273] innovation,^[274] and product design,^[275] and a man who had profoundly changed the face of the modern world,^{[269][271][274]} revolutionized at least six different industries,^[270] and who was an "exemplar for all chief executives".^[270] His death was widely mourned^[274] and considered a loss to the world by commentators across the globe.^[272]

After his resignation as Apple's CEO, Jobs was characterized as the Thomas Edison and Henry Ford of his time.^[276][277] In his The Daily Show eulogy, Jon Stewart said that unlike others of Jobs's ilk, such as Thomas Edison or Henry Ford, Jobs died young. He felt that we had, in a sense, "wrung everything out of" these other men, but his feeling on Jobs was that "we're not done with you yet."^[278]

Statue of Jobs at Graphisoft Park, Budapest^[279]

On December 21, 2011, Graphisoft company in Budapest presented the world's first bronze statue of Steve Jobs, calling him one of the greatest personalities of the modern age.^[279]

In January 2012, when young adults (ages 16 – 25) were asked to identify the greatest innovator of all time, Steve Jobs placed second behind Thomas Edison.^[280]

On February 12, 2012, Jobs was posthumously awarded the Grammy Trustees Award, an award for those who have influenced the music industry in areas unrelated to performance.^[281]

In March 2012, global business magazine Fortune named Steve Jobs the "greatest entrepreneur of our time", describing him as "brilliant, visionary, inspiring", and "the quintessential entrepreneur of our generation".^[282]

The Disney movie John Carter is dedicated to Jobs^[283], as well as the Pixar film Brave.

Portrayals and coverage in books, film, and theater[link]

Books[link]

• The Little Kingdom (1984) by Michael Moritz, documenting the founding of (then) Apple Computer.
• The Second Coming of Steve Jobs (2001), by Alan Deutschman
• iCon: Steve Jobs (2005), by Jeffrey S. Young & William L. Simon
• iWoz (2006), by Steve Wozniak, a co-founder of Apple. It is an autobiography of Steve Wozniak, but it covers much of Jobs's life and work at Apple.
• Steve Jobs (2011), an authorized biography written by Walter Isaacson.
• Inside Apple (2012), a book by Adam Lashinsky that reveals the secret systems, tactics, and leadership strategies that allowed Steve Jobs and his company to work.

Documentaries[link]

• The Machine That Changed the World – Part 3 of this 1992 five-part documentary, called The Paperback Computer, prominently featured Jobs and his role in the early days of Apple.
• Triumph of the Nerds – a 1996 three-part documentary for PBS, about the rise of the home computer/personal computer.
• Nerds 2.0.1 – a 1998 three-part documentary for PBS, (and sequel to Triumph of the Nerds) which chronicles the development of the Internet.
• iGenius: How Steve Jobs Changed the World  – a 2011 Discovery Channel documentary hosted by Adam Savage and Jamie Hyneman.^[284]
• Steve Jobs: One Last Thing – a 2011 PBS documentary produced by Pioneer Productions.^[285] A slightly shortened and localized^[286] version of the show was broadcast^[287] in the United Kingdom the following day titled, Steve Jobs: iChanged the World – on Channel 4.^[288]
• In February 2012, the Federal Bureau of Investigation released a 191-page file on Steve Jobs. The report was compiled during a 1991 background investigation of Jobs by the FBI after former president George H. W. Bush recommended his appointment to the President's Export Council. It consists of interviews with co-workers, friends, family members and even neighbors of Jobs.^[289]